The famous department stores of Knightsbridge, London, have launched their seasonal shop window displays to entice Christmas shoppers this year. Retail Gazette reports that the iconic stores, including Harrods, Selfridges, Fortnum & Mason, Fenwick, and Louis Vuitton, have all unveiled elaborate displays.
One of the most eye-catching and memorable displays is by Harrods, who have enlisted the help of high fashion French designers Dior. The brand has transformed the flagship store on Brompton Road into a giant gingerbread House, lit up by an elaborate twinkling light display.
Each of the 44 windows have been transformed into mouth-watering gingerbread themed displays, no doubt given that authentic spicy baking aroma with a scent diffuser for retail! Research has shown that smells, such as a festive gingery fragrance, connect more deeply and instantly with our emotional memories than other senses, such as sight and sound.
The Evening Standard reports that customers can even book a free viewing of a basement exhibition of handcrafted gingerbread houses, to create a village which tells the Dior story. For example, Monsieur Dior’s seaside home has been recreated, alongside the Paris flagship store, and other significant locations.
Michael Ward, Harrods Managing Director, told the publication: “The sheer scale and spectacle of the collaboration is something we haven’t done before. Even for Harrods, a brand synonymous with pulling out all the stops for the festive season, the exuberance and joy showcased throughout the takeover is incredible.”
He added: “I’m excited for customers to walk in and to have that complete moment of fantasy that Harrods always does so well, which this year – through the magic of Dior – has been taken to another level. We have transformed a classic Harrods tearoom into a Hansel and Gretel gingerbread house, with so much incredible attention to detail on display.”
In the era when influencers can provide free word-of-mouth social media marketing, simply by posting a photo of themselves visiting the store, brands are paying more attention than ever to how they present their wares. A pleasant and easeful customer experience encourages a longer stay in the store, and ultimately transforms into higher sales.
The Dior display at Harrods will run until the 3rd of January. It has been designed to coincide with the 70th year anniversary of the Dior association with Harrods department store, which was founded in 1849. It currently occupies a five-acre site in London, with about 330 departments.
Mr Ward commented: “Dior is one of the worlds’ top performing brands and one that has driven huge growth over the past year. To see all aspects of a brand, operating at the top of its game, come to life across Harrods with such creativity and craftsmanship, is very special to behold.”
Meanwhile, rival London store Selfridges have named their display ‘Season’s Feastings’, and 15 windows are dedicated to displaying traditional Christmas food and drink, such as mince pies, Brussels sprouts, and roast potatoes. It has said the mouth-watering idea is to celebrate ‘the power of food to bring people together.’
